Online Tools for Success in Real Estate

transcript

With Patrick T. Maddigan, Esq.

Online Tools For Success In Real Estate

Real Estate & The Internet

Learn about tools that can:◦Grow & develop your brand◦Serve multiple functions: Marketing Public Relations Customer Service

Cost = FREE

Why We’re Here

Social Media Excuses

Too much time Too hard I don’t get it It’s annoying and I

don’t care what others have to say

It’s for kids Not worth the effort I’m broke I don’t think it works Privacy!

94 % of home buyers used the Internet to search for homes in the past year. 74% of new non-referral business derived from digital marketing. Only 7% of buyers and sellers will check the papers or magazines for exclusive real estate information.

(Source: 2010 National Association of Realtors Profile of Home Buyers and Sellers)

Real Estate on the World Wide Web

o Research RE Agentso Search on Google or Facebook, do they find you? What

impression does it create and leave?o Control your online image

o Info on where they live & want to liveo Social media is a fast and easy to share news sourceo Potential clients expect valuable free info from Agent’s SM

siteso Help others make decisions:

o Share what is of value!

How RE Consumers use the Internet:

Difficult to force feed today’s consumers:◦ Over 300,000,000 US Citizens… over

200,000,000 on FTC do not call list FTC, July 2010

◦ 86% of people skip TV ads by flipping or DVR The Guardian, Aug. 2010

◦ Nearly 50% of direct mail never opened EPA.gov, Nov. 2010

Stop interrupting what people are interested in and BE what people are interested in!

Reaching These Consumers:

Static websites lack power of hyper-local blogs and social media:◦ Inbound Marketing: Dynamic way to connect

and communicate with prospects through posts comments… relationship marketing!

◦ Blogs and social media are more cost-effective than websites: only expense is time & content.

◦ Ability to stay in front of clients minds with timely communication

◦Who searches for names?

The Real Estate Website Is Dead

Google & Search

88,000,000,000 monthly searches on Google worldwide, and growing…

20% of searches are for local businesses 75% never scroll through first page 70% of clicks are on organic results

◦ Google, April 2010 BUT Google is much more than just a search

engine

Working with Google

Google+ Profile◦Google’s “privacy control” version of Facebook.

◦Works with Search and +1 button◦Personal Pages and Business Pages◦With new Search adjustments, Google+ becomes HUGE.

Working with Google

+1 Button by Google Think Facebook Share/Like button

◦ Basically a digital way to say “this is cool - check it out!”

Integrates with other Google products, Like Google+

Combines with Search & Google+ to give a public stamp of approval to a article, item or site.

Working with Google

“Business Listing”◦ Google is the new Yellow Pages. ◦ Google Places listings are free◦ Powered by location specific searches

With work can be a sneaky way to get on the first page of Google

Get “on the map”!

Working with Google

Google Alerts◦ Free “research assistant” searches for new

links Choose topics and keywords Choose to receive results as frequently, or

infrequently, as you would like. Research, find information, topical

articles to share, online leaders in your field

Working with Google

Key is still Search! Ultimately…

◦Keyword rich content = search engine love

That’s why Google loves blogs! And Google has now learned to love social media◦Be found in search engines for (& on)

your own terms

Working with Google

• Choose A Blog Platform: Wordpress

Inexpensive. Greater need for technical knowledge to set up, if you do-it-yourself

Tumblr Great starting blog platform

Blogger Another greater starting point by Google

◦Use a unique URL! www.lifeonthecape.com www.falmouthcapecodhomes.com Avoid using the blog URL- will need outside web

hosting

First Steps for Blogging

Hyper-Local◦ Concentrate on a “niche” area◦ Competition is strong on national, regional, state-

wide level BUT with time and effort, you may be able to rank

high for key search terms for a town or towns Find your voice

◦ What you choose to write about is up to you, but real estate doesn’t have to be the only subject Area schools, sports, restaurants, in addition to and

in conjunction with, listings and real estate news You are the Expert

First Steps for Blogging

Social Media

Remember: Social Media gaining in importance in Search Engine results◦ Links shared by FB friend/Twitter follower show in

search results◦ Lends credibility to you, your content, and the link

destination Critical: social media sharing buttons.

Encourage visitors to promote and share content Keyword strategies: be aware of how you are

wording your social media messages by using keywords

Optimize Social Profiles: ◦ same way you would optimize your web pages for page

titles & keywords

Search & Social Media

• Inbound communication channel for your customers and clients to speak to you; add to and enhance your customer service

• Personal and business relationship building- in the way the NEW generation of buyers are comfortable

• Promote company news or your listings with text, photos and videos

• Pump content into your fans’ newsfeeds and friend updates. That’s access to 700+ million users; nearly 60 million daily users!

• Allow easy sharing of your content to an audience larger than your base• YouTube, Twitter, splash pages…

Facebook & Real Estate

Why have a Facebook Business Page?

• Get found by people who are searching for your products or services• Connect and engage with current and potential customers • Create a community around your business• Promote content you create, including webinars, blog articles, or other resources• Free! used by businesses of all sizes… like:

Key Elements of a Business Page

How? Facebook Basics

• Create Custom “Splash” Pages & Tabs: • Give non-fans a reason to hit the “Like” Button -

Welcome them with a custom page!• Tailor tabs directly for your needs. Custom tabs

can be hyperlinked images to your website or blog, Opt-In boxes for your Email newsletter, and more.

FB: Essential Tools, Tips & Applications:

Vanity URLs• Pages able to garner 25+ fans can claim a

vanity URL • Easier to find and share your Page address! • E.g.: www.facebook.com/YOU

Ads! • Highly targeted, location specific Ads • Augmented with Ad Metrics • Location and gender info• Profile demographics, interests and “likes”• Impressions, clicks, and more- all presented in tables

and graphs

o Customize your Facebook business pageo Custom features can set a fan page aparto Allows for lead capture, enhancing online reputation,

streamline & reduce time costso Promote the page to your connections o Use personal Facebook page, emails, phone calls, email

signature, etco Need to get 25 fans

o Post useful information on a consistent basiso This can be once-a-day, or once-a-week. There is no set

formula o “Sharing” other people’s content on Facebook is easy

AND gets you promoted to their connections.

3 Steps to Facebook Success

Best Practices Facebook Takeaways

Micro-Blogging that supports your blogging ◦ 140 characters; share content, news and more◦ Little words that go everywhere

Blog/Facebook/LinkedIn & more

Potentially Powerful!◦ Twitter has the power to start movements and

draw massive attention to & from huge audiences◦ Your content, if timely and well crafted, can

reach many and gain you “klout”

Twitter Tips:

Realtors are starting to realize benefits of Twitter◦Tweet hot topics such as recent industry

news◦Tweet area real estate developments◦Tweet your blog posts: seamless integration.

Reach those you want and those who want to hear what you have to say

Hear what others are talking about Join the conversation!

Micro-blogging in 140 words or less

Twitter Etiquette◦ Follow back… if you are interested. It’s quality

not quantity with followers and with tweets!◦ Don’t take it too seriously and be nice◦ Share ideas, links, news or information that your

followers will find interesting◦ Thank those who “RT” your content! They’ll

thank you for doing the same. Leave room for them if you can

Twitter Use Tips:

• Step 1: Get to 100% • Add Your Blog to LinkedIn•WordPress App on your profile helps drive traffic and show your expertise.

• SEO tip: ◦use the links in Additional Information to

highlight your webpage and blog!

LinkedIn Tips:

Use hidden “Skills”◦ Certifications, Skills, Languages, and more

Use Search to find potential clients and business partners◦ Most effective ways to gain business value from Linkedin

is to find potential clients and business partners. ◦ Linkedin is the ultimate in search specificity, by company,

by geography, by name, by job title, etc. Give testimonials to get them

◦ Testimonials and recommendations are very helpful to have on your profile.

◦ To get testimonials, use Linkedin to give them to people you’ve worked with and who have done a great job for you.

LinkedIn Tips:

Join Groups◦ Promote your expertise, blog content and skills to

people you already have something in common with!

◦ Alumni groups ◦ Athletic teams ◦ Professional or Industry groups ◦ Passions, hobbies & interests◦ Use as discussion forum for specific interest

groups. ◦ Be an active poster , try to answer questions and be

helpful. Same is also true of the Linkedin Q&A section. Post sensible answers or pose sensible questions and

you’ll develop a reputation for knowing what you’re talking about.

LinkedIn Tips:

Showcase presentations & add video• Video must be on YouTube for it to

work; adds a nice touch. • Use Slideshare.net app

LinkedIn Tips:

Managing the Online ConversationGet involved efficiently & intelligently.

Using HootSuite:

• Use both to succeed!◦ Use Blog Content For E-Mail Marketing

Campaigns. • Constant Contact • Mail Chimp

• Expand e-mail list with blog subscribers.

Email Marketing & Social Media

Video Blogging• Our Industry is headed in this direction• Lends itself perfectly to Real Estate, a

“visual” industry• YouTube 2nd largest search engine on the

web• Branding opportunity with a YouTube Channel

• Home and/or Neighborhood tours, customer service, industry updates or just sharing cool content!

Vlogging?!

Using Video• Share videos on Linkedin, thru Twitter, and

on Facebook• Create a branded YouTube Channel• Incorporate your videos where they’re most

likely to be seen and shared:• Your Facebook Business Page

Fun With QR (Quick Response) Codes

Thank You!

PTMaddiganLaw@gmail.com

www.ptmesq.com